But shopping has changed a lot over the past few years. From traditional brick-and-mortar outlets to e-commerce platforms, the process has transformed into a multi-faceted experience characterized by convenience, personalization, and novelty. Here’s a look at what the experience is looking like now and what it means for consumers.
Mixing the Physical and Digital Worlds
One of the biggest, of course, is the merging of in-store and online shopping. Consumers have come to expect a unified experience across both domains. Services like “click and collect” enable shoppers to browse online and collect their orders in store; while many outlets offer in-store technologies — such as QR codes and virtual fitting rooms — that connect the gap between on-demand, physical shopping, and digital shopping.
Personalization is Key
Shoppers want personalized experiences today. Retailers leverage data to provide personalized recommendations and offers based on consumer behavior and purchase history. Whether with curated online shopping suggestions or in-store loyalty programs, consumers want their shopping experience to feel personalized and relevant.
The Influence of Social Media
There is a rise in social commerce. Instagram and especially TikTok are critical to a shopping journey, ensuring consumers can discover, engage, and purchase products through social media. Social platforms have become valuable retail hubs, with live shopping events, influencer partnerships, and ad integration.
Sustainability Matters
Increasingly, consumers are choosing sustainability at point of sale. Brands are reacting with sustainable products, openly sourced supply chains, and sustainable practices. From comestibles in fully recyclable packaging to second-hand goods, shoppers are becoming increasingly aware of the environmental cost of what they buy.
Today, these touchpoints work hand-in-hand with AI, mobile, and online shopping to provide a shopping experience that blends convenience, technology, personalization, and values, creating a robust shopping experience unlike ever before. The way we shop is changing with it, however, a lot of what we still see at retail is the same as it was 30 years ago!
